The first quarter of 2006 witnessed the maximum innovations that were seen in the year. It was also seen that 51 per cent of innovative ad layouts were from the publications of North zone. The ‘Figured Outline’ ad-layout was used the maximum during 2006. The ‘Internet/SMS Service’ was the top ranked category for utilising the highest number of innovative ad layouts. Also, Greendale Tez tea has done the maximum usage of innovative layout ads.